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1、Certainty in uncertain times:how programmatic media helps brands drive impact in a turbulent marketA Uniquely Challenging Q4After the pandemic-based disruption of the past couple of years,2022 started ofg at a more steady pace and industry spend forecasts were buoyant.However,the positive performanc
2、e from H1 was unfortunately short lived as the second half of this year took a nosedive and,with it,the hope of a more regular,more predictable Q4.Instead,the ad industry is looking at a year-end thats arguably one of the most challenging and complex that marketers have ever had to deal with.A combi
3、nation of geopolitical pressures,economic turbulence,and the unusual complication of a FIFA World Cup with the fjrst England game commencing on Black Friday,challenges even the most seasoned advertiser to efgectively plan and execute their crucial Q4 media budgets.Couple this with the fact that mark
4、eters are being forced to operate at the sharp end of the economic upheaval and the challenge is clear.Budgets are being placed under extra scrutiny and marketers face an additional pressure to deliver both effjciency and performance from their media investments.The big problem advertisers face is t
5、hat,this Q4,business as usual isnt an option.Shifts in consumer sentiment and consumer behaviour mean the media strategies that would have delivered for brands in the past are no longer appropriate.Many,challenged with deciding their best route forward,are becoming more short term in their outlook a
6、s a result.At Xaxis,as part of GroupM,we work with a wide range of brands and agencies to make programmatic media more efgective and effjcient.From our cross-sector vantage point,we can see the impacts the current level of uncertainty is having on media activity right now.Drawing on this perspective
7、 we felt it would be useful to ofger some timely advice to help advertisers navigate the turmoil.So weve compiled this special report,with expert insights from Xaxis senior executives,brands,agencies,platforms and industry bodies,to provide a snapshot of this current media landscape and ofger a rout
8、e forward for advertisers considering their next move.Zuzanna Gierlinska,Managing Director.Xaxis UKNervousness andshort-termism are dominating marketers thinking“Were seeing a strange mixture of caution and optimism right now.The key thing were hearing is uncertainty.Given the wider economic outlook
9、,theres not much clarity on what marketers are planning and theres less visibility than normal on what budgets are going to be.-Jon Mew,Chief Executive of IAB UKClients are asking us for agility,fmexibility,speed of thought,and surety of action.Theyre telling us that they cant afgord any mistakes.-J
10、em Williams,UK CEO of MindshareDespite the current turmoil,it would be wrong to be pessimistic about the state of the digital advertising industry as we approach the end of 2022.Interestingly,based on the anecdotal evidence gathered for this report,the outlook on overall ad spending in Q4 is still s
11、trong.The lessons of the pandemic seem to have been learned and brand advertisers realise that those which maintain media presence during tough times will be among the fjrst to bounce back.Likewise,post-pandemic,marketers are aware of the need to be reactive,acknowledge current events and ofger rele
12、vance,utility and support via their marketing communications.However,when asked for his impressions of the marketplace right now,Jon Mew,Chief Executive of industry body IAB UK,told us:“Were seeing a strange mixture of caution and optimism.The key thing were hearing from our members right now is unc
13、ertainty.Given the wider economic outlook,theres not much clarity on what marketers are planning and theres less visibility than normal on what budgets are going to be.”Zuzanna Gierlinska,Managing Director at Xaxis UK,believes this lack of clarity is giving rise to more short-term thinking in media
14、plans:“We are seeing more late sign-ofgs for campaigns and were also seeing clients changing the shape of campaigns at the last minute.Q4 is obviously a massive period for retail businesses,but the pressures on consumer spending mean that brands are really having to re-think the sort of campaigns th
15、eyre launching.“The typical glossy Christmas campaigns brands would have planned just six months ago are now being judged inappropriate with the intensifjed cost-of-living pressure on consumers.Thats resulting in very short-term campaign planning to try and stay in tune with consumer sentiment.”Olli
16、e Shayer,Omni-Media Director at Boots UK,believes the situation facing marketers this Q4 is truly unprecedented:“Its a perfect storm in many ways.Theres never been a World Cup at this time of year and its resulting in record levels of infmation in linear TV advertising.“That extra level of noise in
17、the marketplace means that weve had to think really hard about how we reach our customers in the most effjcient way.Doing the same as we normally would at this time of year wouldnt work this time.Weve also been looking at the role our fjrst-party data can play in getting ready for Christmas.”Factors
18、 compounding the uncertaintyJoe Wilson,Senior Director Global Accounts at Xaxis,ofgered an international perspective on the short-termism being seen in media planning.He said:“A lot of clients are being hit by supply-chain issues,whether thats due to the confmict in Ukraine,a shortage of semiconduct
19、ors,or fmuctuations in exchange rates.Media is becoming more tactical than strategic because situations and budgets are changing week to week.Weve all had to become a lot more reactive and adaptive,rather than long-term and strategic.”Of course,added pressure on brands usually means added pressure o
20、n their agency partners too.Jem Lloyd-Williams,UK CEO of Mindshare,confjrmed this to be the case:“Clients are asking us for agility,fmexibility,speed of thought,and surety of action.Theyre telling us that they cant afgord any mistakes.They need their campaigns to be on time,on budget and to deliver
21、the intended outcome,and they want that 100%of the time.”How,then,do brand advertisers and their agencies deliver the agility,the effjciency and the certainty that they need so badly right now?Programmatic:the perfect tool at the perfect time“Programmatic has probably never had a bigger role to play
22、 for advertisers than right now,not only from a performance perspective,but also from an awareness and consideration perspective.-Ollie Shayer,Omni-Media Director,Boots UKProgrammatic allows you to inform your creative strategy with data,then proceed on a test-and-learn basis,delivering continuous i
23、mprovements and effjciencies,and cutting wastage to a minimum.-Zuzanna Gierlinska,Managing Director,Xaxis UKTried and testedGierlinska of Xaxis highlighted that programmatic media ofgers a range of benefjts that are especially timely and valuable to brand marketers at the moment.“If fmexibility is w
24、hat you need,programmatic media provides you with the ability to change direction and strategy almost in real time.It doesnt require long-lead times and there isnt necessarily the commitment or upfront requirement to pre-buy media.“For me,though,its programmatics in-fmight capabilities that are cruc
25、ial.Once a campaign is underway,the ability to optimise to the best-performing environments and the best creative executions makes programmatic an incredibly powerful tool right now.“Programmatic allows advertisers to inform their creative strategy with data,then proceed on a test-and-learn basis,de
26、livering continuous improvements and effjciencies,and cutting wastage to a minimum.I think that sort of continuous learning and incremental improvement and being able to pivot on the fmy is exactly the right strategy for brand marketers at the moment.”Gierlinska added:“With marketers under more pres
27、sure and scrutiny to make their campaigns perform,knowing that you can optimise your campaigns as results come in provides you with added confjdence at a time of uncertainty.You need to be able to pull all the levers available to you at the moment and programmatic enables that.”Shayer of Boots agree
28、d,saying:“Programmatic media has probably never had a bigger role to play for advertisers than right now.Having a strong approach to programmatic and leveraging your fjrst-party data will be critical for brands,not only from a performance perspective,but also from an awareness and consideration pers
29、pective.”For clients who fjnd it diffjcult to secure their fjrst-choice inventory this Q4,programmatic can help devise an alternative route to their target audiences.Stuart Hall,Managing Partner for Products and Partnerships,Group M(UK)explained:”Take the World Cup,for example.The majority of premiu
30、m slots will be already booked up by offjcial sponsors.But,how much YouTube content is there around the World Cup?How much other publisher content is available on the open web?If you want access to all of that and you want it in real time,programmatic is your gateway.”Hall pointed to how Out of Home
31、(OOH)advertising had a really hard time during the pandemic,but programmatic OOH was one of the fjrst channels to bounce back strongly:“There are long lead times with traditional OOH,but with programmatic OOH your lead time can be about four or fjve days,letting you devise campaigns and get Phil Duf
32、fjeld,VP UK,The Trade Desk told us that he is seeing more brands leaning into the opportunities available through programmatic,while others are still on a learning journey.He commented:“Its up to us as an industry to help them understand the opportunity that programmatic brings,not just as an execut
33、ional layer but what it can deliver in-fmight.Programmatic is uniquely placed to ofger the fmexibility and immediacy advertisers need right now.”Lloyd-Williams of Mindshare also believes that the time is right for more brands to be exploiting the potential of programmatic:“In the right hands,with th
34、e right partners,and the right preparation,programmatic performs brilliantly.In recent months,we have delivered some excellent campaigns in collaboration with Xaxis.Programmatic has evolved into an incredibly-useful media suite of tools and lots of our clients are becoming very sophisticated in how
35、they leverage it as part of their wider omnichannel strategy.”Executing an omnichannel strategy,of course,holds a number of challenges for marketers,but,given the current situation,the opportunities associated with omnichannel demand to be explored.Brands tune in to programmaticthem out the door wit
36、hin a week if necessary.The ability to ratchet budgets up or down in difgerent geographical areas at short notice was also a major bonus of programmatic as we emerged from lockdown.“I think complexity is going to increase before it decreases in the world of media,but the direction of travel is absol
37、utely clear.Everythings going programmatic.Its inevitable.”Jon Mew at IAB UK agrees that the pandemic helped make the case for programmatic media in a historic and emphatic way:“For the fjrst time ever,we saw a divergence in the behaviour of GDP and ad spend.For the last 40 or 50 years,whenever the
38、economy grew,so did ad spend,and vice versa.That didnt happen during the pandemic,the economy shrank and ad spend didnt.That was primarily down to digital media and programmatic,which let advertisers respond to events as they presented themselves.”The Omnichannel Opportunity“Rather than executing si
39、loed media channel buys,with siloed performance and optimisation strategies,being able to buy through a single point of entry,holistically across multiple channels,and then optimise to which channel is delivering the best outcomes,is massively important.-Zuzanna Gierlinska,Managing Director,Xaxis UK
40、Omnichannel campaigns are beginning to peak right now.Brands are recognising the opportunity to invest in difgerent channels and be able to optimise across the ones performing best for them.-Phil Duffjeld,VP UK,The Trade DeskWith audiences distributed across more channels,platforms and devices than
41、ever before,advertisers need to integrate a wide variety of consumer touchpoints into their digital media strategies,but they need to do so intelligently and effjciently.Given the compounded pressures of Q4 2022,marketers looking to maximise the impact of their activity should be enacting a smart om
42、nichannel strategy.Kelly Parker,CEO at Wavemaker UK,said:“The media channels and marketing strategies that got you where you are today are unlikely to be the things that get you where you want to be tomorrow.Applying an omnichannel approach and a test-and-learn mindset to your media investment has b
43、ecome crucial.You need to prove the efgectiveness of the media you want to test and scale and you need to be able to take your team and stakeholders on that journey.”Gierlinska of Xaxis agrees that programmatic has a key role to play in helping brands successfully execute omnichannel media strategie
44、s:“Weve seen phenomenal results from clients leaning into omnichannel.Rather than executing siloed media channel buys,with siloed performance and optimisation strategies,being able to buy through a single point of entry,holistically across multiple channels,and then optimise to which channel is deli
45、vering the best outcomes,is massively important.An efgective omnichannel media strategy unifjes and orchestrates your efgorts to make sure everything works together to exceed the sum of its parts.”Duffjeld of The Trade Desk revealed that one of his core focuses is to deliver a platform thats truly o
46、mnichannel in nature.He said:“For me,omnichannel campaigns are beginning to peak right now.Brands are recognising the opportunity to invest in difgerent channels and be able to optimise across the ones performing best for them.Were seeing growth in spending on a more diverse mix of channels,such as
47、connected television(CTV),digital out of home and digital audio.“The ability to manage and execute omnichannel campaigns is a core part of how we should be utilising programmatic today.-Ollie Shayer,Omni-Media Director,Boots UK“There are still some people who see programmatic as just an execution to
48、ol when,in truth,there is so much more to it.Were spending a lot of time with our clients and our agency partners to show them the power of programmatic as a strategic tool across all channels and how it can help deliver ROI.We show them the difgerent channels we can activate in,how they interact an
49、d how their fjrst-party data can be leveraged on top of that to deliver something really powerful.”Omnichannel thinkingSonya Arthur,Managing Partner at MediaCom,believes that omnichannel is still a work in progress across the industry.She said:“I think the concept of a dynamic,programmatically-led o
50、mnichannel campaign is still quite a big sell.There is still work to do before the average campaign is delivered across a multi-platform programmatic solution.To help deliver this we need to have conversations with clients and partners to demonstrate how omnichannel thinking delivers cost effjcienci
51、es for brands and improved relevance for audiences.”Lloyd-Williams at Mindshare agrees that omnichannel may not be the right answer to every brief,but argues that at a time when consumers are less predictable than ever before,understanding the role that multiple channels can play in the consumer jou
52、rney is key to the success of most campaigns.He said:“I think omnichannel thinking is the key.The delivery of messages via the programmatic pipes is,to a certain extent,the easy part.Its about putting people at the heart of everything you do and being selective in the partners that you invest with.”
53、Shayer of Boots believes that since the pandemic and the gradual return of in-store shopping,having a strong approach to omnichannel retail is increasingly important:“Programmatic plays a big role in reaching customers both offmine and online,and helping to drive them to either location.The ability
54、to target customers in difgerent ways,such as proximity messaging via digital out of home or CTV,or alternatively through things like digital display and mobile ads,opens up new possibilities for marketers.The ability to manage and execute omnichannel campaigns is a core part of how we should be uti
55、lising programmatic today.”Outcome-Driven Media Plans De-Risk ProgrammaticInvestment“In a recession,people want far more reassurance about where their money is being spent.They want commitments and guarantees.Buying against outcomes,specifjcally if they are guaranteed,provides certainty.And certaint
56、y in times of uncertainty is extremely valuable.-Joe Wilson,Senior Director Global Accounts,XaxisOutcome-driven media means planning and optimising campaigns against success metrics that connect directly with your business goals.This methodology transforms the actual value and,just as importantly fo
57、r marketers,the demonstrable value of programmatic campaigns by linking their success directly to business performance.From guaranteed outcomes against media metrics such as Cost per Completed View(CPCV)to custom outcomes powered by advanced marketing science and AI,marketers are increasingly lookin
58、g to deliver against multi-metric KPIs.Wilson of Xaxis believes this trend is understandable:“We are entering a time in our industry where theres a big focus on observation and measurement of media performance.In the past that has been siloed and disjointed,requiring an econometrics team to bring it
59、 altogether for you.Measurement and attribution are becoming more sophisticated,which,in turn,enables more sophisticated outcome modelling.Were starting to see brands increasingly buy inventory against bespoke metrics.So when holding companies and agencies are pitching for clients,theyll pitch not o
60、nly in terms of media rates,but also in terms of how they can tie ad spend back to the business objectives of the brand.”“In a recession,people want far more reassurance about where their money is being spent.They want commitments and guarantees.Buying against outcomes,specifjcally if they are guara
61、nteed,provides certainty.And certainty in times of uncertainty is extremely valuable.”Expanding on how Xaxis,as a pioneer of outcome-driven programmatic,is empowering brands to deliver against their business goals,Zuzanna Gierlinska said:“We fjrst consult with brands to understand what their level o
62、f digital maturity is in regards to their data access,i.e.what level of sophistication they have in being able to leverage their own fjrst-party data,and ingest and apply other data models into what theyre doing.That really defjnes the sort of outcome they can tap into.“At Xaxis,we sit down and work
63、 with clients to understand what kind of outcome they are able to generate today and how we can build a strategy to address that.At the same time,we look to put them on a maturity path,to help them on that developmental journey,so that over time they can move beyond just media outcomes and start to
64、drive real-world business outcomes such as offmine sales.De-risking media spendShayer of Boots agrees that advancements in data modelling have enabled advertisers to buy media against a broad range of outcomes:“Depending on what you want to buy against,you obviously want to ensure that youre getting
65、 the right outcome.With a pure performance play,knowing that youre reaching an agreed level of performance gives you confjdence.Being able to know that your inventory will be served out in a guaranteed way is also really important.The worst thing that can happen is that you create a brilliant campai
66、gn,built with relevancy,reaching your customer base,and then youre not able to deliver it for whatever reason.”“As a multichannel retailer,we have access to very,very strong data now on both our online and offmine performance,and we can determine the efgect that media has on those.Beyond that,weve a
67、lso been looking closely at the impacts media can have across the entire customer journey.So,outcomes might mean more consideration or brand uplift,rather than simply video views or some other basic metric.”Commenting on the trend towards guaranteed outcomes,Duffjeld of The Trade Desk said:“When eco
68、nomies come under pressure and infmation is growing,marketers will look for reassurance.Guaranteed outcomes is one specifjc way of buying that ensures marketers make their KPIs.Thats very powerful at times like these.”How Xaxis can helpXaxis makes advertising more valuable for brands and their custo
69、mers by transforming media into outcomes.We do this by leveraging amplifjed intelligence(a combination of AI&marketing science),10+years programmatic experience and expertise and market-leading technologies and platforms which we bring together in new ways to build holistic solutions.We ofger a suit
70、e of omnichannel and cross-channel cutting edge media products that deliver targeted,engaging,brand-safe campaigns optimised against business goals.Whether your requirements focus on guaranteeing media outcomes or the co-creation of bespoke,data-powered outcomes you are in expert hands.We will guara
71、ntee your investment by developing truly accountable commercial models that demonstrate measurable results and prove the value of every programmatic investment.Contact our Client Leadership team today to fjnd out how we can partner to drive your business growth and support you in maximising the oppo
72、rtunity of this Q4.Contact:Stephen Grech,Managing Partner,Xaxis UKEmail:Special Thanks A huge thank you to everyone who contributed their thoughts for this report:Jem LLoyd-Williams,UK CEO,Mindshare UKJoe Wilson,Senior Director Global Accounts,XaxisJon Mew,Chief Executive,IAB UKKelly Parker,CEO,Wavemaker UKOllie Shayer,Omni-Media Director,Boots UKPhil Duffjeld,UK VP,The Trade DeskSonya Arthur,Managing Partner,MediaCom UKStuart Hall,Managing Partner for Products and Partnerships,Group M(UK)Zuzanna Gierlinska,Managing Director,Xaxis UK